Weekly Advertiser Gainers & Decliners 6.23
Advertiser Data: Biggest Movers
After months of volatility, Week 25 shows the positive upward trends we’ve been waiting for.
While category movement has been the recent story, the return of some bellwether brands is finally driving significant momentum. Whether these spend levels are sustained remains to be seen, but we will take this as good news heading into Q3.
At A Glance:
The biggest advertiser we’ve had our eye on to return is finally coming back. FCA is up 11%, and spending for the first time since March. This may be a response to Ford, also up, increasing over the last couple of weeks. Including Volkswagen, 3 Auto advertisers in the Top 50 are up and hopefully they will continue to try to make up for lost ground through the summer.
In a welcome return, McDonald’s up 88% and spending for the first time since pre-Covid. They’ve been a surprisingly absent advertiser given their social distance set up with drive thru and take out. We’ve been awaiting this return as another positive sign for recovery, and expect other QSR’s to follow suit.
Consumer Goods up 163% with their second highest week of the year in a row. This is led by an increased spend of Proctor & Gamble, Clorox, and SC Johnson, all experiencing over 100% gains this week.
Retail Trade up 35% with its highest week since March. These gains are led by Target, Wal-Mart, Kohl’s, and Walgreen’s. After being mostly dormant in 2020, Walgreen’s is up 236% showing real spend for the first time this year.
Below is a weekly view of the top 50 advertisers, based on spend. The right column compares last week to the average of the last 25 weeks.